Luciano Giubbilei Design

What Luciano Giubbilei Design does

Luciano Giubbilei Studio is a London-based, founder-owned garden design practice established in 1997 by the Italian-born designer Luciano Giubbilei. The studio operates with a six-person team led by the principal and delivers bespoke garden and landscape design for ultra-high-net-worth private clients, boutique hospitality (Casa Newton in Tuscany, Ladbroke Hall with Carpenters Workshop Gallery), heritage institutions (Raby Castle Walled Garden in County Durham), and luxury brand activations (Hermès SS24 runway set in Paris). Service scope spans site analysis, classical Italian-inspired planting design, integration of architecture and interior with landscape, and artistic collaboration with leading sculptors and architects including Kengo Kuma, Ursula von Rydingsvard, Nigel Hall, Peter Randall-Page, and Roy Diblik.

The practice has no proprietary technology platform; its offering is fundamentally artisanal, grounded in spatial composition, classical proportion, naturalistic planting methodologies developed during the founder's residency at Great Dixter under Fergus Garrett, and curation of high-end collaborators. The studio has earned three RHS Chelsea Flower Show Gold Medals (2009, 2011, 2014) and Best in Show (2014), multiple BALI awards, and Siena's Premio Mangia in 2016.

Revenue derives from professional services fees on bespoke commissions, supplemented by licensed garden furniture through the Giubbilei&deLeval partnership with Nathalie de Level (Smith and Rosewood collections), book royalties from three Merrell monographs, and selective public installations (Venice Biennale 2015, Bergamo Piazza Vecchia 2019). The studio acquires work through direct engagement, referrals, press coverage in outlets such as the Financial Times, World of Interiors, and Wall Street Journal, and partnerships with premier architectural firms. Geographic reach spans the UK, Italy, France, Spain, Morocco, Switzerland, and the United States.

Name

Luciano Giubbilei Design

Legal name

Luciano Giubbilei Studio

Website

https://lucianogiubbilei.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

Luciano Giubbilei Studio is a London-based, founder-owned garden design practice that creates bespoke landscapes for ultra-high-net-worth private clients, boutique hotels, heritage institutions, and luxury brands across Europe, North America, and North Africa.

Ownership category

akta.pro rank

Product category

Garden Design Services

NAICS

Landscape Architectural Services (541320)

akta.pro primary industry

Garden Bed Design, Layout & Planting Plans (HSAIAFAA)

Keywords

• Garden design services
• Landscape architecture
• Bespoke garden design
• Planting design
• Luxury landscape design

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Garden Design Services: Custom garden and landscape design services for private residences, public spaces, and commercial properties. Projects range from intimate urban gardens to large estate landscapes and public commissions.
2. Furniture Design and Licensing: Partnership with Nathalie de Level (Giubbilei&deLeval) producing garden furniture collections including 'Smith' and 'Rosewood' lines.
3. Book Publications: Published books documenting design philosophy and projects: 'The Gardens of Luciano Giubbilei' (2010), 'Nature and Human Intervention' (2011), and 'The Art of Making Gardens' (2016) published by Merrell.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Luciano Giubbilei Studio is a London-based garden design practice offering bespoke garden and landscape design services. The studio designs contemplative, multi-layered outdoor spaces for ultra-high-net-worth private residences, boutique hotels, heritage estates, and luxury brand installations, with a signature emphasis on classical Italian garden principles, naturalistic planting, and artistic collaboration.

Product overview

Luciano Giubbilei Studio is a garden design practice offering bespoke garden design services for private estates, public spaces, hotels, and commercial installations. The portfolio encompasses residential garden projects (Casa Newton, Raby Castle, Virginia Estate, Potter's House, The Field), public installations (Venice Biennale, Bergamo Piazza Vecchia), luxury brand collaborations (Hermès SS24), and exhibition gardens for the RHS Chelsea Flower Show. The studio also publishes books documenting its work and produces a garden furniture collection through the Giubbilei&deLeval partnership. Services are delivered through a collaborative approach involving artists, architects, plantsmen, and craftspeople.

Differentiator

Problem solved

Functional benefit

Products and services

• Garden Design Services Bespoke garden and landscape design services creating timeless, contemplative outdoor spaces for private residences, boutique hotels, heritage estates, public commissions, and luxury brand installations. Projects range from urban courtyard gardens to large estate landscapes.
• The Gardens of Luciano Giubbilei (Book) First book published by Merrell in 2010 exploring twelve significant gardens created by the studio since 1997, documenting mood boards, planting, and collaborations.
• Nature and Human Intervention (Book) Book published in 2011 documenting the Laurent-Perrier garden at RHS Chelsea Flower Show 2011, featuring collaborations with Kengo Kuma and Peter Randall-Page.
• The Art of Making Gardens (Book) Second book published by Merrell in 2016 exploring Giubbilei's work at Great Dixter, craft traditions, and influences under themes of water, colour, and texture.
• Giubbilei&deLeval Garden Furniture Collection Garden furniture collection developed in partnership with Nathalie de Level, including 'Smith' and 'Rosewood' collections, designed and produced under the Giubbilei&deLeval brand.

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core, major and secondary.

• Nigel Hall RAcoreStrategic or Co-development PartnerBritish artist and Royal Academician. Long-standing collaborator since 2008 on multiple projects including Chelsea 2009. Creates abstract and geometrical sculptures animated by light and movement, similar to landscape. Contributed sculptures to studio's gardens.
• Roy DiblikcoreStrategic or Co-development PartnerRenowned perennial plantsman and co-founder of Northwind Perennial Farm in Wisconsin. Expert in prairie ecology and companion planting. Collaborated on Virginia garden project with approximately 14,000 grasses and perennials.
• Fergus GarrettcoreStrategic or Co-development PartnerHead Gardener at Great Dixter. Provided transformational apprenticeship to Luciano Giubbilei starting 2012, giving him a dedicated border to experiment with planting. Introduced Luciano to Roy Diblik. Ongoing collaboration has shaped studio's approach to naturalistic planting.
• Ursula von RydingsvardcoreStrategic or Co-development PartnerNew York-based artist creating monumental cedar sculptures. Collaborated on Chelsea 2014 garden (creating 'Erratus' sculpture) and Venice Biennale 2015 with Yorkshire Sculpture Park. Influenced studio's approach to texture, layers, and sculpture-spatial relationships.
• Gil Schafer ArchitectsmajorStrategic or Co-development PartnerAmerican architecture firm. Designed main house architecture for Virginia garden project, creating integrated design approach with landscape.
• Keiichi TaharasecondaryStrategic or Co-development PartnerJapanese artist. Created 'Baiser' sculpture for Addison Road garden. Fascinated by composition in natural surroundings and classical subjects placed on glass surfaces animated by light.
• Kengo KumacoreStrategic or Co-development PartnerRenowned Japanese architect. Created 'Wind' bamboo pavilion for Chelsea 2011 garden. Pavilion moves with breeze creating sensory, acoustic experience connecting visitors with garden.
• Peter Randall-PagecoreStrategic or Co-development PartnerBritish sculptor. Collaborated on Chelsea 2011 and multiple private garden commissions. Work explores tension between natural world chaos and human-imposed order. Long-standing friendship informs creative collaboration.
• Nathalie de Level (Giubbilei&deLeval)majorStrategic or Co-development PartnerFurniture designer and sculptor. Formed partnership Giubbilei&deLeval producing two garden furniture collections: 'Smith' and 'Rosewood'. Shares design values of simplicity, clarity, proportion and exacting attention to detail.
• Studio VolpesecondaryStrategic or Co-development PartnerDesign studio based in San Francisco. Collaborated with Chris and Toby Marchant on Notting Hill project for plant selection and sourcing.
• Andrew EwingsecondaryStrategic or Co-development PartnerFountaineer. Collaborated on Raby Castle project and previous projects including Chelsea 2009 garden with water features.
• Chris and Toby MarchantsecondaryStrategic or Co-development PartnerPlant specialists advised on plant selection and sourcing for Notting Hill project including Hydrangea quercifolia, Anemone japonica, and Epimedium.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tom Stuart-Smith: Award-winning British garden designer whose practice serves UHNW private clients and public commissions across the UK and internationally. Operates at the same reputational tier as Luciano Giubbilei, with multiple RHS Chelsea Flower Show Gold Medals, and is the closest direct peer by activity, scale, and clientele.
• Madison Cox: Landscape designer with a global practice for private estates, gardens, and botanical projects (including Jardin Majorelle in Marrakech). Comparable to Giubbilei as a globe-trotting designer for elite private clients, with similar North Africa / Mediterranean project overlap (Morocco).
• Arne Maynard: Cheshire-based garden designer creating formal, romantic gardens for private estates, with strong Chelsea Flower Show credentials. Targets the same UHNW client segment and competes for similar commissions, making it a closely comparable peer in the high-end residential garden market.
• Stefano Marinaz: Italian-British garden designer trained in Milan and London, working on Mediterranean and European high-end private gardens. Comparable peer to Luciano Giubbilei in geographic specialisation, training lineage, and UHNW clientele across Italy and the UK.
• Sarah Price Gardens: British garden designer known for perennial-focused, painterly planting schemes for private gardens, most prominently the 2012 RHS Chelsea Show Garden. Directly comparable as a contemporary UK design-led practice serving similar high-end residential clients.
• James Basson: Mediterranean-based garden designer, RHS Chelsea Best in Show winner (2017), specialising in dry-climate gardens for private clients across Europe. Comparable peer in tier of recognition and Mediterranean / international private-residential focus.
• Dan Pearson: London-based garden designer known for naturalistic, site-responsive planting for high-end private gardens, estates, and public projects. Shares Giubbilei's emphasis on perennials, ecology, and integrating landscape with architecture — making it a directly comparable high-end boutique practice.
• Andy Sturgeon: Chelsea Flower Show multiple Gold Medal winner (Best in Show 2019) designing contemporary gardens for private and commercial clients in the UK and abroad. Directly comparable in reputation, design-led boutique structure, and clientele, serving as a like-for-like peer practice.
• Piet Oudolf: Dutch planting designer internationally recognised for naturalistic perennial planting design in public, private, and cultural projects (e.g. High Line). Comparable for planting-design approach and influence on Giubbilei's naturalistic direction, while operating at greater scale and visibility.

Broad incumbents

• OLIN: Philadelphia-based landscape architecture and urban design firm with deep experience in cultural, public-realm, and high-end residential master planning. Broader incumbent in the landscape architecture field, offering overlapping capabilities but at much larger scale and with a wider portfolio than Giubbilei's.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/lucianogiubbileigardens
• LinkedInlinkedin.com/company/luciano-giubbilei-design

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Luciano Giubbilei Design